This paper presents a comprehensive marketing and diffusion strategy protocol aimed at protecting, restoring, and conserving marine life populations, with a specific focus on the case of the noble pen shell (fan mussel) Pinna nobilis (P. nobilis).The P. nobilis is a critically endangered species of bivalve mollusk found in the Mediterranean Sea, playing a crucial role in maintaining ecological balance and serving as an indicator of environmental health. The protocol consists of various components designed to maximize impact of the Pinna-SOS project referred to “Innovative Actions for The Monitoring-Recovering—Enhancement of The Natural Recruitment of The Endangered Species (Fan mussel) Pinna nobilis”, that was funded by the Operational Program for Fisheries & Maritime 2014–2020 grant number (MIS) 5,052,394. First, target audience identification involves identi-fying key stakeholders, including policymakers, local communities, marine conser-vation organizations, and the public. Messaging and positioning strategies focus on crafting compelling narratives that highlight the ecological importance of the P. nobilis, emphasizing the urgency and benefits of conservation efforts. Communica-tion channels encompass a diverse range of platforms, such as social media, websites, educational campaigns, and interactive events. The protocol recommends leveraging digital tools and technologies to reach wider audiences and facilitate information dissemination. Impact assessment includes monitoring the recovery and growth of P. nobilis populations, tracking changes in conservation attitudes and behaviors, and evaluating the long-term ecological health of the marine environment. Overall, the proposed marketing and diffusion strategy protocol offers a structured approach to raise awareness, engage stakeholders, and drive action towards protecting and conserving the endangered P. nobilis and other marine life populations.
Keywords: Endangered species protection, Conservation marketing strategy, Digital conservation, Pinna nobilis
Gkikas, D.C., Gkikas, M.C., Theodorou, J.A. (2024). A Comprehensive Marketing and Diffusion Strategy Protocol for Marine Life Protection, Restoration and Conservation; the Case of Endangered Pinna Nobilis. In: Kavoura, A., Borges-Tiago, T., Tiago, F. (eds) Strategic Innovative Marketing and Tourism. ICSIMAT 2023. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-031-51038-0_69